Abstract

The purpose of this article is to investigate the understanding of businesses and end consumers of key sustainability measures in the UK fast food Supply Chain. A quantitative method was used in which two sets of well-structured questionnaires were designed separately for fast food businesses and end consumers. The data analysis was conducted through “cluster analysis”. It was found that social responsibility was scored as the most important fast food sustainability concern for businesses, whilst the end consumers were found to be more concern about environmental impact of fast food industry. However, no statistical difference was found between fast food businesses and end consumer views. This research was carried out in north of England, where may have different proportion of cultural, social and economical diversity. The collected data from fast food businesses was also not scattered evenly, as there were more responds from smaller fast food firms than food manufacturers and processers. More research attention is needed in this field in which there are various issues and challenges to promote a lean and green food supply chain. This research could partly investigate these challenges including the different trade-offs between social, environmental and economic measures of sustainability in a specific food supply chain. This article conducts a research investigation in three dimensional sustainability of fast food supply chain, which includes all types of businesses in this sector to investigate the differences between end consumers and businesses to promote lean and green fast food supply chain.